Description
SWOT ANALYSIS OF ISLANDS OF ADVENTURE
Islands of Adventure
Parent Company
NBC Universal
Category
Amusement Park/Theme Park
Sector
Tourism and Hospitality
Tagline/ Slogan
Live the Adventure
The park with seven distinctly themed island with a common overall USP theme of exploration
STP
Segment
Children, families and tourists from abroad
Target Group
Tourist families from all over the world and local families from Orlando
Positioning
The park offers adventure and entertainment for the entire family
SWOT Analysis
1. The park has recently been ranked as the top theme park by Theme Park Insider among other awards. 2. The park welcomes more than 5 million guests per year 3. The Wizarding World of Harry Potter has been a huge hit and has been drawing huge crowds from the US as well as abroad. 4. In addition to featuring its own famous characters, Universal has licensed popular characters from other entertainment houses (Harry Potter from Warner Bros., Marvel Super Heroes from Marvel Comics Strength etc.), which have been drawing huge crowds.
1. Although the park has some of the best theme parks, it offers lesser variety in terms of rides as compared to some of the other amusement parks in the US 2.Some of the characters that the park features are not as popular Weakness abroad, hence less international tourists
1. With the increasing trend of international tourists visiting theme parks, the park has a huge pool of potential customers 2. The owner NBC Universal has a very strong brand presence all over the world, which the park can take advantage of 3.The characters that feature in the park are very popular and have Opportunity great merchandising capacity
1.Orlando is regarded as the theme park capital of the country; the park has some very strong local competitors 2.In the absence of continuous innovation, there is no incentive for a second-time visit 3.Due to the proximity of Walt Disney’s Magic Kingdom, the Islands of Adventure invite constant comparison with the Disney brand, world Threats leaders in theme parks
Competition
1. Walt Disney’s Magic Kingdom, Orlando 2. Universal Studios, Florida Competitors 3. Sea World, Orlando
doc_800816496.docx
SWOT ANALYSIS OF ISLANDS OF ADVENTURE
Islands of Adventure
Parent Company
NBC Universal
Category
Amusement Park/Theme Park
Sector
Tourism and Hospitality
Tagline/ Slogan
Live the Adventure
The park with seven distinctly themed island with a common overall USP theme of exploration
STP
Segment
Children, families and tourists from abroad
Target Group
Tourist families from all over the world and local families from Orlando
Positioning
The park offers adventure and entertainment for the entire family
SWOT Analysis
1. The park has recently been ranked as the top theme park by Theme Park Insider among other awards. 2. The park welcomes more than 5 million guests per year 3. The Wizarding World of Harry Potter has been a huge hit and has been drawing huge crowds from the US as well as abroad. 4. In addition to featuring its own famous characters, Universal has licensed popular characters from other entertainment houses (Harry Potter from Warner Bros., Marvel Super Heroes from Marvel Comics Strength etc.), which have been drawing huge crowds.
1. Although the park has some of the best theme parks, it offers lesser variety in terms of rides as compared to some of the other amusement parks in the US 2.Some of the characters that the park features are not as popular Weakness abroad, hence less international tourists
1. With the increasing trend of international tourists visiting theme parks, the park has a huge pool of potential customers 2. The owner NBC Universal has a very strong brand presence all over the world, which the park can take advantage of 3.The characters that feature in the park are very popular and have Opportunity great merchandising capacity
1.Orlando is regarded as the theme park capital of the country; the park has some very strong local competitors 2.In the absence of continuous innovation, there is no incentive for a second-time visit 3.Due to the proximity of Walt Disney’s Magic Kingdom, the Islands of Adventure invite constant comparison with the Disney brand, world Threats leaders in theme parks
Competition
1. Walt Disney’s Magic Kingdom, Orlando 2. Universal Studios, Florida Competitors 3. Sea World, Orlando
doc_800816496.docx